Dr Yang Ding

Dr Yang Ding is a Lecturer in Marketing in the Department of Digitalisation, Marketing and Entrepreneurship at Henley Business School. His research interests span services and tourism marketing, behavioural economic decision-making, service technology and AI, and experimental research methods. His work has been presented at leading international conferences, including QUIS, Frontiers in Service, and CAUTHE. He has also received research funding from the British Academy/Leverhulme Trust.

Yang holds a PhD in Marketing from the University of Strathclyde, Glasgow, where he was awarded the Strathclyde Excellence Award for his research on the impact of mobile payment methods on consumer behavioural intentions. He also holds a BSc (Hons) in Business and Management (First Class Honours) and an MSc in Marketing from Durham University, as well as a Postgraduate Certificate in Learning and Teaching in Higher Education. He is a Fellow of Advance HE (FHEA).

Before joining Henley, Yang taught at the University of Strathclyde and worked as a Research Assistant at the Guanghua School of Management, Peking University. Prior to his academic career, he worked for a leading destination marketing organisation (DMO) in China, where he was responsible for marketing and public relations activities and contributed to the company’s IPO process. He also gained consulting experience with the global real estate services firm JLL.